Jun
Web Design Layout For a More Positive Visitor Experience
By John Baril
A major problem that a lot of Internet marketers face after setting up their websites is not knowing the best web design layout to help them communicate effectively with their visitors.
Too often many Webmasters attempt to solve this problem by setting up an anonymous, official looking website using a writing style that’s full of sales jargon hoping to persuade visitors to buy the product.
The problem with this approach is that it focuses on the desire of the website owner to sell products rather than on the needs of the website visitor. You need to think about where your visitors are coming from and what information they’re looking for in order to feel comfortable on your website before you start thinking about selling anything to them.
It’s almost a guarantee that if they don’t feel comfortable when they arrive on your website, they’ll very quickly leave and you won’t ever see them again.
So, what kind of information should you be providing your visitors, and how should you be presenting that information? Here are a few guidelines to follow when choosing your web design layout:
1. Use your real name, and let them know who you are. Go a step further by posting a picture of yourself.
2. Clearly explain what your website is about and what it can do for them. Look at it from your visitor’s point of view. Imagine that the first thing your visitors ask when they visit your website is, “What can I find and do here?” Now answer the question plainly and clearly.
3. Explain to them why your website is the best place for them to be. This is how you establish your “unique selling proposition.” Your unique selling proposition should be communicated in terms of how it will benefit your visitors. If your product is unique, then you need to show your visitors how it represents a unique benefit for them. The key here is not to try and “sell” the product, but to “tell” the visitor how the product will be of benefit to them.
4. Use editorial style writing and not a sales letter. Focus on the need of the visitor for information and fulfill that need. An editorial webpage will have specific headlines, quantifiable data and can include testimonials from people who have tried the product. Avoid a fake product review because people can see through them very easily. If you want to recommend a product on your website, purchase it and thoroughly test it yourself so that you know what you’re talking about.
You should be able to describe the product in authentic detail. Talk about the purchase, payment and delivery, packaging, instructions, and how the product lived up to your expectations, or didn’t.
5. Use a clear, simple and specific web design layout. The more links and banners you have on your webpage, the less likely your visitors will follow the desired path through your web copy. Double and triple column web pages divide the reader’s attention. There should be a clear path through your web page from beginning to end. Use a specific headline and place important information in a prominent location so that the visitor will see it as he or she lands on the web page.
6. Use graphics to emphasize the incentives behind your offer. I’m talking about guarantee seals, photographs of testimonial givers, and so on.
7. Offer a cast iron 100% money back guarantee. Repeat the guarantee on the sales form or directly above or below the sales button.
There is much more to be said about sales page techniques, but these seven tips on web design layout will help you to avoid some of the most common pitfalls that inexperienced marketers make when setting up Internet sales pages.
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